This global Gen Y research report shares insights into what uniqueness means for Generation Y. The full report offers results of over 15 countries worldwide.
The big majority of Millennials find themselvers unique. Russian, Romanian and especially Brazilian Yers are absolutely convinced that they're truly unique. This perception is mainly driven by the things they say to others, the clothes they wear and the music they're listening to.
whY i'm unique? (by Generation Y around the world)
1.
2. // COUNTRIES INVOLVED IN THE GLOBAL HAPPINESS STUDY
STUDY in 16 COUNTRIES WORLDWIDE
4.056 consumers (15 – 25 y.o.), representative total country population.
Data collected on proprietary research panels from InSites Consulting.
To benchmark results we refer to the ‘average cross studied countries’ which cannot be seen as a representative global figure.
Results for brands are filtered on awareness – Respondents had to know the brand at least reasonably well.
3. IN THIS INTERNATIONAL STUDY WE’VE FOCUSSED ON UNIQUENESS
In this report you‟ll find out everything you need to know about what Uniqueness means for Generation Y.
In the coming months we‟ll focus on other Gen Y related topics separately. So follow us on Twitter, read the
updates on our website and watch our SlideShare for new presentations.
Saw some cool stuff you want to discuss? Contact us! Joeri.vandenbergh@insites.eu. But above all, start
listening to Generation Y!
4. THIS REPORT SHARES THE DETAILED RESULTS
FOR
- United States - Italy
- United Kingdom - India
- The Netherlands - Germany
- Sweden - France
- Spain - Denmark
- Russia - China
- Romania - Brazil
- Poland - Belgium
5. Joeri Van den Bergh
Gen Y expert and author of ‘How Cool Brands Stay Hot’
Hear the key take-aways first hand from author
Joeri Van den Bergh in a workshop or presentation.
More information on
www.howcoolbrandsstayhot.com/speech
+32 496 232 919
joeri@insites-consulting.com
@joeri_insites
www.linkedin.com/in/joerivandenbergh
7. Gen Y, a.k.a. the millennial generation, boys and
girls between 15-30, is increasingly entering the
job market. Since they are globally a bigger
cohort than their predecessors (Gen X), their
influence on society, politics and business the
next decades will be higher and comparable to
the influential Babyboomer generation.
But this new active generation feels that they are
not taken serious at this point. Not only by
politicians and the government but also by
corporations and brands.
8. // Hot takeaways
The big majority of Millennials find themselves unique.
Russian (74%), Romanian (78%) and especially Brazilian
(80%) Yers are absolutely convinced that they‟re truly
unique. This perception is mainly driven by the things
they say to others, the clothes they wear and the music
they‟re listening to. In the BRIC countries, the (future)
profession is as important to be unique. In India and
Russia, brands one uses, are important to be distinctive
as well. Especially Apple and Converse Allstars score
well on this CRUSH value.
Across the globe, besides being a good friend, values
like kindness, reliability and honesty are very important.
In Brazil, Poland and Romania, being smart is at least as
important!
10. // BE AWARE OF THE BORING STUFF ON THIS SLIDE
Methodology
• Online survey
• Recruiting via InSites Research Community
(www.talktochange.com)
Sample Size
• N = 251 respondents
• Screening: 15 – 25 years old
• Quota representative on region, gender, age
Questionnaire Gender
Male 50%
• Survey of 20 minutes Female
15-18
50%
38%
Age 19-21 27%
22-25 35%
I‟m still studying 54%
No job, not looking for one 4%
No job, looking for on 13%
Professional Job, < 1 year working experience 9%
Situation Job, 1 year working experience 6%
Job, 2 years working experience 5%
Job, 3 years working experience 2%
Job, > 3 years working experience 8%
Single, no kids 80%
Single, kids 3%
Private situation
Partner, no kids 11%
Partner, kids 6%
11. // FINDING NEO
Q: First of all we would like to know how unique you find yourself? I am...
69 % of the American Yers
think they’re unique!
100%
75%
50%
25%
USA Average cross studied countries
N = 251 / F = No
12. // UNIQUEST BRANDS ON EARTH
Q: And how unique do you find the following brands / products?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Clothing H&M
Zara
Levi‟s
Diesel
Abercrombie & Fitch (A&F)
Tommy Hilfiger
Sports Converse Allstars
Puma
Nike
Adidas
Within the research categories, the
Food & Drinks M&M‟s
Doritos perceived uniqueness of brands
Mars
Coca-Cola can differ a lot. Overall winners are
Red Bull
McDonald‟s
Apple (75%) and its sub brand
Pepsi iPhone (64%), Sony (53%) and
Technology Apple
Sony
Nintendo (52%), Microsoft
Nintendo (51%), and Converse Allstar
Microsoft
Dell (51%).
HP
Personal Care Axe / Lynx
Nivea
Dove
Gilette
L‟Oreal
Mobile iPhone
Samsung
Sony Ericsson
Nokia
Belgium
USA Averagecross studied countiries
Average cross studied countries
N = 251 / F = No
13. // REMEMBER ME AS…
Q: Sooner or later we’re all going to die... but we’ll live on in the memories of our friends, families, former colleagues / classmates, neighbours and many others! How should those people
remember you? What makes you as a person truly unique?
0% 10% 20% 30% 40% 50%
...a good friend 30%
...a caring person 22%
...a kind person 22%
...an honest person 22%
...a smart person 21%
...a hard worker 20%
...a reliable person 16%
...an original / creative person 16%
...a funny person 16%
...a happy person 15%
...a true soul mate 13%
...a unique person 12%
...an authentic person 10%
...a successful businessman/woman 9%
...a sexy / beautiful person
...a perfect mom/dad
...a cool person
...a socially and ecologically engaged person
...a popular person
...a famous person
Millennials want to be remembered as a lovely person who was a
...a cosmopolitan
Someone else, please specify:
good friend (30%) and a caring (22%), kind (22%) and
None of the above
honest (22%) person. The last thing they want, is being
remembered as a famous person and/or cosmopolitan.
N = 251 / F = No USA Average cross studied countries
14. // Y’ERS ARE UNIQUE IN WHAT THEY DO, SAY, WEAR, …
Q: To what extent do you want to be unique when it comes to... ?
American Gen Yers want to stand out by powerful words (42%) and a unique clothing style (37%). Again, the economical
aspirations pop-up, as 1 out of 3 Millennials wants to be unique in their profession (36%) and the company they(„ll be)
work(ing) for (32%). The lack of interested in politics is again confirmed: Only a small minority (11%) wants to be
unique in the political ideology they believe in.
SOMEONE ELSE NOT UNIQUE MYSELF UNIQUE
MYSELF
...the things you say to others 7% 11% 73% 53%
73%
...the clothes you wear 12% 71%
11% 51%
71%
...your hobbies 10% 65%
11% 51%
65%
...the music you listen to 6% 64%
64% 11% 50%
9% 60%
...your profession 8% 50%
60%
16% 57%
...the cities/countries you visit 14% 46%
57%
...the company you work for (or will be working
10% 57%
for in the future)
57% 12% 44%
17% 54%
...your body
54% 17% 41%
18% 51%
...the bars,51%
restaurants, museums, etc. you visit 15% 39%
23% 50%
50%
...the things you share online
25% 18% 48% 38%
48%
...the text messages you send to friends
28% 19% 44% 37%
44%
...the brands you use 23% 14% 44% 36%
44%
...the food you eat 30% 18% 42% 35%
42%
...your hairstyle 32% 20% 38% 33%
38%
...the political ideology34% believe in
you 20%
34%
32%
34%
Rest BOT 2 1 - I do not want to be unique at all 2 3 - Neutral average / 2 4 5 - I want to be very unique TOP 2 Rest
3 - Neutral / F average / 2
N = 251 = No 4 5 - I want to be very unique TOP 2 Rest
15. // LOOK INTO MY EYES
Q: In our search to get to know the world better, we also want to understand the human body! We would like to get to know those body parts which you are the most proud of.
TOP 5 TOP 5
MEN WOMEN
Eyes 34% 48% Eyes
Hair 22% 36% Hair
Skin 14% 18% Breasts / Cleavage
Private parts 14% 18% Mouth teeth
Mouth / teeth 13% 17% Skin
N = 251 / F = No
16. // HER FAVOURITE BODY PARTS
Q: In our search to get to know the world better, we also want to understand the human body! We would like to get to know those body parts which you are the proudest of.
0% 10% 20% 30% 40% 50% 60% 70%
My eyes 48%
My hair 36%
My breasts / cleavage 18%
My mouth / teeth 18%
My skin 17%
My face in general 13%
My hands / wrists 12%
My buttocks 11%
My belly / stomach 9%
My arms 9%
My lower legs 8%
My fingers / nails 7%
My feet 6%
My upper legs 3%
My cheeks 3%
My private parts 2%
My shoulders
My chest
My muscles in general
My ears
My neck
My back
My toes
My ankles
My belly button
Something else, please specify:
I‟m not proud of anything 4%
I‟m proud of everything! 7%
70%
N = 121
USA Average cross studied countries
5 / F = If female
0%
17. // IF SHE WAS GOD…
Q: Suppose you were God and you could make changes to your body. Which body parts would like to change?
0% 10% 20% 30% 40% 50% 60% 70%
My belly / stomach 46%
My upper legs 29%
My buttocks 19%
My breasts / cleavage 18%
My skin 15%
My mouth / teeth 11%
My hair 10%
My arms 8%
My feet 6%
My lower legs 6%
My private parts 4%
My face in general 4%
My cheeks 4%
My toes 3%
My shoulders 3%
My muscles in general 2%
My chest
My back
My fingers / nails
My ears
My neck
My hands / wrists
My eyes
My belly button
My ankles
Something else, please specify:
None of the above 12%
I would like to change everything! 4%
70%
N = 125 / F = If female USA Average cross studied countries
0%
18. // COSMETIC SURGERY
Q: Suppose you were God and you could make changes to your body. Which body parts would like to change? – Q: You indicated that you would change at least one body part. To what
extent would you consider undergoing plastic surgery to do this?
Female
What would you change?
7%
15%
78%
53% 20%
Everything Something Nothing
N = 125 / F = If female
TOP 2%
Consider surgery? 21% 25% 24% 18% 12% 40% 24%
N = 110 / F = If ‘everything’ or ‘something’
1 - I would notconsider this at all 2
3 - Neutral 4
5 - I would definitely consider this
3 out of 4 female Gen Yers would consider to change at least
something about their body! Of those, 2 out of 5 does not say no to
cosmetic surgery.
19. // HIS FAVOURITE BODY PARTS
Q: In our search to get to know the world better, we also want to understand the human body! We would like to get to know those body parts which you are the proudest of.
0% 10% 20% 30% 40% 50% 60% 70%
My eyes 34%
My hair 22%
My skin 14%
My private parts 14%
My mouth / teeth 13%
My face in general 10%
My belly / stomach 9%
My fingers / nails 8%
My hands / wrists 7%
My shoulders 7%
My chest 7%
My arms 6%
My buttocks 6%
My feet 6%
My muscles in general 6%
My ears 5%
My upper legs
My neck
My lower legs
My toes
My cheeks
My back
My ankles
My belly button
My breasts / cleavage
Something else, please specify:
I‟m not proud of anything 7%
I‟m proud of everything! 21%
70%
N = 125 / F = If male USA Average cross studied countries
0%
20. // IF HE WAS GOD…
Q: Suppose you were God and you could make changes to your body. Which body parts would like to change?
0% 10% 20% 30% 40% 50% 60% 70%
My muscles in general 18%
My belly / stomach 18%
My mouth / teeth 14%
My chest 14%
My face in general 12%
My skin 11%
My upper legs 8%
My hair 8%
My arms 8%
My feet 8%
My private parts 8%
My toes 7%
My fingers / nails 7%
My hands / wrists 6%
My back 5%
My buttocks 4%
My ears
My lower legs
My eyes
My cheeks
My neck
My ankles
My shoulders
My breasts / cleavage
My belly button
Something else, please specify:
None of the above 27%
I would like to change everything! 6%
70%
N = 125 / F = If male USA Average cross studied countries
0%
21. // COSMETIC SURGERY
Q: Suppose you were God and you could make changes to your body. Which body parts would like to change? – Q: You indicated that you would change at least one body part. To what
extent would you consider undergoing plastic surgery to do this?
Male
What would you change?
6%
27%
67%
53% 20%
Everything Something Nothing
N = 125 / F = If male
TOP 2%
48% 17% 17% 13%
Consider surgery? 19% 23%
N = 91 / F = If ‘everything’ or ‘something’
1 - I would notconsider this at all 2
3 - Neutral 4
5 - I would definitely consider this
1 out of 4 male Gen Yers are happy about their body and would not like
to change something about their body. Of those who would like to change at
least something, 19% would consider plastic surgery.
22. // Hot takeaways
69% of the American Yrs considers themselves to be
unique. They want to be unique in the things they say
(53%), the clothes they wear (51%) & their hobbies
(51%). 14% does not want to be unique in the brands
they use. If they would, they‟ll probably use H&M (45%)
or Zara (39%) as clothing brands, Converse Allstars
(51%) as a sports brand to be unique in what they wear.
Eat M&M‟s (50%) and drink Coca-Cola (40%) or Red Bull
(35%), while using Apple technology (75%).
Above all, American Yers want to be remembered as a
good friend (30%) and a caring (22%), loving (22%) &
honest (22%) person.
24. // BE AWARE OF THE BORING STUFF ON THIS SLIDE
Methodology
• Online survey
• Recruiting via InSites Research Community
(www.talktochange.com)
Sample Size
• N = 249 respondents
• Screening: 15 – 25 years old
• Quota representative on region, gender, age
Male 51%
Gender
Questionnaire Female 49%
• Survey of 20 minutes Age
15-18
19-21
37%
27%
22-25 36%
I‟m still studying 53%
No job, not looking for one 3%
No job, looking for on 10%
Professional Job, < 1 year working experience 11%
Situation Job, 1 year working experience 6%
Job, 2 years working experience 4%
Job, 3 years working experience 3%
Job, > 3 years working experience 9%
Single, no kids 76%
Single, kids 4%
Private situation
Partner, no kids 15%
Partner, kids 5%
25. // FINDING NEO
Q: First of all we would like to know how unique you find yourself? I am...
55 % of the UK Yers think
they’re unique!
100%
75%
50%
25%
UK Average cross studied countries
N = 249 / F = No
26. // UNIQUEST BRANDS ON EARTH
Q: And how unique do you find the following brands / products?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Levi‟s
Clothing Abercrombie & Fitch (A&F)
Zara
Diesel
Tommy Hilfiger
H&M
Converse Allstars
Sports Nike
Adidas
Puma
Within the research categories, the
Red Bull
Food & Drinks Coca-Cola perceived uniqueness of brands
M&M‟s can differ a lot. Overall winners are
Doritos
Mars Apple (63%) and its sub brand
McDonald‟s
Pepsi iPhone (60%), followed at close
Apple foot by Nintendo (59%).
Technology Nintendo
Microsoft Within the category of „food & drinks‟,
Sony Coca-Cola‟s and Red Bull are the
Dell
HP leading brands on uniqueness.
Personal Care Gilette
Nivea
Dove
L‟Oreal
Axe / Lynx
Mobile Nokia
iPhone
Samsung
Sony Ericsson
UK Belgium Average cross studied countries
Average cross studied countiries
N = 249 / F = No
27. // REMEMBER ME AS…
Q: Sooner or later we’re all going to die... but we’ll live on in the memories of our friends, families, former colleagues / classmates, neighbours and many others! How should those people
remember you? What makes you as a person truly unique?
0% 10% 20% 30% 40% 50%
...a good friend 34%
...a caring person 28%
...an honest person 23%
...a kind person 21%
...a happy person 18%
...a funny person 17%
...a reliable person 15%
...an original / creative person 15%
...a true soul mate 14%
...a smart person 11%
...a hard worker 11%
...a unique person 10%
20%
17%
15%
22%
18%
17%
15%
14%
11%
9%
7%
7%
...an authentic person 10%
...a successful businessman/woman 9%
Shopping
Going to the cinema
Watching television
Gaming (computer / console)
Going out (bar, disco...)
Hanging out, doing nothing
Making music (DJ, instrument...)
Visit family
Having sex
Sporting / Exercising
Checking my social networks
Reading (books, newspapers...)
...a perfect mom/dad
...a sexy / beautiful person
...a cool person
...a socially and ecologically engaged person
...a famous person
...a popular person
...a cosmopolitan Millennials want to be remembered as a lovely person who was a
Someone else, please specify: good friend (34%) and a caring (28%) and honest (23%)
None of the above
person. The last thing they want, is being remembered as popular
and/or famous.
UK Average cross studied countries
N = 249 / F = No
28. // Y’ERS ARE UNIQUE IN WHAT THEY DO, SAY, WEAR, …
Q: To what extent do you want to be unique when it comes to... ?
UK Gen Yers want to stand out by their things they say to others (47%) and a hobbies (34%). The lack of interest in
politics is again confirmed, moreover Uk Yers also don‟t want to be remembered from the food they eat.
SOMEONE ELSE MYSELF
MYSELF NOT UNIQUE UNIQUE
...the things you say to others 7% 73%
73% 11% 47%
12% 71%
...your hobbies
71% 14% 45%
10% 65%
...your profession 65% 10% 45%
6% 64%
...the cities/countries you visit 64%
9% 10% 60% 43%
...the music you listen to 60%
16% 16% 57% 42%
57% be working for in the future)
...the company you work for (or will
10% 9% 57% 40%
...the clothes you wear 57%
17% 19% 54% 39%
54%
...the text messages you send to friends 18% 17% 51% 35%
51%
23%
...the bars, restaurants, museums, etc. you visit 15% 50% 33%
50%
...the things you share online 25% 48%
15% 32%
48%
28% 44%
...the brands you use 18% 31%
44%
23% 44%
...your body 18% 30%
44%
30% 42%
...your hairstyle 42% 20% 29%
32% 38%
...the political ideology 38% believe in
you 20% 27%
34% 34%
...the food you eat 34% 19% 26%
Rest BOT 2 1 - I do not want to be unique at all 2 3 - Neutral average / 2 4 5 - I want to be very unique TOP 2 Rest
3 - Neutral / F average / 2
N = 249 = No 4 5 - I want to be very unique TOP 2 Rest
29. // LOOK INTO MY EYES
Q: In our search to get to know the world better, we also want to understand the human body! We would like to get to know those body parts which you are the most proud of.
TOP 5 TOP 5
MEN WOMEN
Eyes 27% 42% Eyes
Nothing 20% 28% Hair
Hair 18% 20% Breasts / Cleavage
Skin 14% 16% Belly
Muscles 13% 16% Mouth / teeth
N = 249 / F = No
30. // HER FAVOURITE BODY PARTS
Q: In our search to get to know the world better, we also want to understand the human body! We would like to get to know those body parts which you are the proudest of.
0% 10% 20% 30% 40% 50% 60% 70%
My eyes 42%
My hair 29%
My breasts / cleavage 20%
My belly / stomach 15%
My mouth / teeth 15%
My lower legs 12%
My hands / wrists 11%
My skin 11%
My ears 11%
My fingers / nails 10%
My buttocks 10%
My arms 8%
I‟m not proud of anything 7%
I‟m proud of everything! 7%
20%
17%
15%
22%
18%
17%
15%
14%
11%
My face in general 7%
9%
7%
7%
My back 6%
My feet 6%
Shopping
Going to the cinema
Watching television
Gaming (computer / console)
Going out (bar, disco...)
Hanging out, doing nothing
Making music (DJ, instrument...)
Visit family
Having sex
Sporting / Exercising
Checking my social networks
Reading (books, newspapers...)
Something else, please specify: 5%
My neck 5%
My ankles
My private parts
My cheeks
My chest
My upper legs
My belly button
My shoulders
My muscles in general 0%
My toes
UK Average cross studied countries
N = 122/ F = If female
31. // IF SHE WAS GOD…
Q: Suppose you were God and you could make changes to your body. Which body parts would like to change?
0% 10% 20% 30% 40% 50% 60% 70%
My belly / stomach 37%
My upper legs 37%
My skin 20%
My breasts / cleavage 18%
My lower legs 14%
My mouth / teeth 12%
My buttocks 11%
My hair 9%
My face in general 8%
My arms 7%
Something else, please specify: 6%
My toes 6%
My feet 5%
My private parts 5%
20%
17%
15%
22%
18%
17%
15%
14%
11%
9%
7%
7%
My hands / wrists 4%
My fingers / nails 4%
Shopping
Going to the cinema
Watching television
Gaming (computer / console)
Going out (bar, disco...)
Hanging out, doing nothing
Making music (DJ, instrument...)
Visit family
Having sex
Sporting / Exercising
Checking my social networks
Reading (books, newspapers...)
My ears
My eyes
My back
My shoulders
I would like to change everything!
My belly button
My muscles in general
My ankles
My chest
My neck
My cheeks 1%
UK Average cross studied countries
N = 122/ F = If female
32. // COSMETIC SURGERY
Q: Suppose you were God and you could make changes to your body. Which body parts would like to change? – Q: You indicated that you would change at least one body part. To what
extent would you consider undergoing plastic surgery to do this?
Female
What would you change?
2%
12%
53% 85% 20%
Everything Something Nothing
N = 122 / F = If female
TOP 2%
40% 14% 21% 19%
Consider surgery? 25% 24%
N = 72F = If ‘everything’ or ‘something’
1 - I would notconsider this at all 2
3 - Neutral 4
5 - I would definitely consider this
72% female Gen Yers would consider to change at least
something about their body! Of those, 1 out of 4 females does
consider cosmetic surgery.
33. // HIS FAVOURITE BODY PARTS
Q: In our search to get to know the world better, we also want to understand the human body! We would like to get to know those body parts which you are the proudest of.
0% 10% 20% 30% 40% 50% 60% 70%
My eyes 27%
I‟m not proud of anything 20%
My hair 18%
My skin 14%
My muscles in general 13%
My arms 10%
I‟m proud of everything! 10%
My face in general 10%
My private parts 10%
My mouth / teeth 9%
My shoulders 9%
My upper legs 7%
My feet 6%
My belly / stomach 6%
My hands / wrists 6%
20%
17%
15%
22%
18%
17%
15%
14%
11%
9%
7%
7%
My lower legs 6%
My buttocks 6%
Shopping
Going to the cinema
Watching television
Gaming (computer / console)
Going out (bar, disco...)
Hanging out, doing nothing
Making music (DJ, instrument...)
Visit family
Having sex
Sporting / Exercising
Checking my social networks
Reading (books, newspapers...)
My fingers / nails 4%
My cheeks 4%
My chest
My toes
My ears
My back
My ankles
My neck
My breasts / cleavage
Something else, please specify: 0%
My belly button
UK Average cross studied countries
N = 127/ F = If male
34. // IF HE WAS GOD…
Q: Suppose you were God and you could make changes to your body. Which body parts would like to change?
0% 10% 20% 30% 40% 50% 60% 70%
My muscles in general 25%
My belly / stomach 20%
My hair 16%
My face in general 14%
My feet 10%
My private parts 10%
My skin 9%
I would like to change everything! 9%
My mouth / teeth 8%
My toes 6%
My ears 6%
My chest 6%
My upper legs 5%
My buttocks 5%
My fingers / nails 5%
20%
17%
15%
22%
18%
17%
15%
14%
11%
My ankles
9%
7%
7%
5%
My arms
Shopping
Going to the cinema
Watching television
Gaming (computer / console)
Going out (bar, disco...)
Hanging out, doing nothing
Making music (DJ, instrument...)
Visit family
Having sex
Sporting / Exercising
Checking my social networks
Reading (books, newspapers...)
My back
My cheeks
Something else, please specify:
My eyes
My neck
My lower legs
My hands / wrists
My shoulders
My belly button
My breasts / cleavage 0%
UK Average cross studied countries
N = 127/ F = If male